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Eroski holds its own with Wagstaffs’ help

Spain’s biggest retailer is undergoing an own-label overhaul conducted by Wagstaffs. A five-strong shower and bath gel range will be the next redesigned selection to go on-shelf.

Based in Bilbao, Eroski is expanding throughout Spain with a chain of urban convenience stores, branded as Consum.

“It wants to compete with brands on its own level rather than copy them,” says Wagstaffs group account director Charlotte Gifford of Eroski.

“The client tends to go with designs which are evocative and emotional,” says Wagstaffs creative director Judi Green, adding that the retail group’s management is “very design literate…They like a lot of crafting and attention to detail”.

The designs have to accommodate Eroski’s stipulation that information is printed in Spain’s four main languages of Castilian, Catalan, Euskera and Galician.

As well as revamping the own-label range, Wagstaffs is introducing sub-brands in categories such as personal care, household cleaning, breads, biscuits, shaving equipment and fresh produce.

“In terms of own-label, Eroski is ahead of its competitors,” Gifford maintains.